Blizzard Entertainment launched an in-game shop for World of Warcraft today, according to a post on Battle.net.
With the new interface, players can purchase mounts and pets without leaving the game.
"Just click the Shop icon on the menu bar once you've logged in to a character, and you'll be able to pick out a new friend to add to your collection and start your adventures together right away," the post reads. "By combining the best of cutting-edge goblin and gnomish technology, we've also made it possible for you to receive your new pal right in your inventory (or via mail if your inventory is full)."
To celebrate the grand opening, Blizzard is discounting some pets and mounts 50 percent off both in-game and on the web-based Battle.net shop. Deals on Celestial Steeds, Cinder Kittens, Lil' Ragnaroses, Winged Guardians and more will be available until Jan. 2, 2014 at 2:59 a.m. ET.
Community manager "Bashiok" revealed Blizzard's plans for the in-game store in July 2013. As of then, Blizzard also planned to test microtransactions based on player demand, including experience buffs and alternate ways to acquire items.